About Andrew

I'm Andrew Luxem. I've spent 20 years building CRM and lifecycle programs at Amazon, Ancestry, Stanley Black & Decker, Bed Bath & Beyond, and Stores.com, including close to three years running marketing operations from London.

The through line across all of it: growth is a system, not a stroke of genius. I build the mechanisms that turn customer data into revenue, then measure whether they actually worked. Holdout tests over attribution dashboards. Behavioral triggers over batch-and-blast calendars. Fewer emails, better ones.

I speak and teach on CRM strategy, applied AI in marketing, and experimentation culture. I've spoken at Braze Forge, guest lectured at Northwestern's Medill IMC program, and been named Braze Marketer of the Month.

My background is unusual for this space. I have an Executive MBA from the University of Utah and dual undergraduate degrees in Anthropology and Classical Antiquities. I did archaeological fieldwork in Santorini. I still think like an archaeologist when I dig through customer data: every behavioral signal is an artifact that tells you something about the human on the other end.

I write about CRM, lifecycle strategy, applied AI, and the systems behind sustainable growth. If any of that resonates, stick around.

The views and opinions expressed on this site are my own and do not represent the views of my employer.